BMW’s ReachNow adds ride hailing to its car-sharing app

ReachNow can’t be described as a car-sharing service anymore. The BMW-owned division is now a ride-hailing service too, putting it in direct competition with Uber and Lyft. At least in Seattle.

ReachNow launched Tuesday a new app that combines car sharing and ride hailing using a single shared fleet of cars. The service is live in Seattle as of Tuesday. And there are plans to expand into other U.S. cities.

App - Shop - Users - Way - Point

The app aims to be a one-stop shop for users looking for the best way to get from Point A to Point B — and each choice providing a consistent BMW brand experience. ReachNow’s car-sharing fleet is a mix of BMW i3 electric cars, BMW 3 Series, BMW X1 SAV, MINI Clubman, MINI 2-door hardtop and MINI 4-door hardtop models.

The app offers users the option to rent one of its vehicles by the minute or for multiple days. For instance, a customer could grab a BMW i3 and use it to drive to work, then use the same app to get a ride from that after-work happy-hour spot. It’s even possible the same vehicle will be used, ReachNow’s Chief Customer Officer Dr. Simon Broesamle told TechCrunch.

Service - Uber - Lyft - ReachNow - Contract

The ride-hailing service doesn’t operate quite the same as Uber or Lyft. ReachNow has a contract with a third party, which supplies the drivers. The company, which tested ride hailing in Seattle last year, is using data to determine the right mix of vehicles dedicated to car sharing and ride hailing throughout the day. So, the number of vehicles available for car sharing might shift to the ride-hailing network on a Saturday night, a time when more users might not want to drive.

ReachNow is waiving the sign-up fee for new members who want to try the ride-hailing service. Ride pricing has a $3.24 minimum. Rides are $2.40...